Mintel’s research highlights a category that has been losing popularity to higher-protein and more portable options in recent years. It’s particularly noteworthy that millennials, who are often associated with healthy eating habits, enjoy snacking on cereal. More than 56% of them report having a bowl of cereal at home between meals, compared to only 32% of baby boomers. It seems that younger consumers are less likely to sit down for a traditional bowl of Cheerios at breakfast. While they still appreciate the product, they prefer to consume it in a manner that aligns with their on-the-go lifestyles.
Cereal manufacturers are keenly aware of changing eating habits and have begun adapting their offerings for the future. For instance, they have introduced on-the-go cereal bars. In 2016, General Mills announced their commitment to developing formulas that are increasingly snackable. Last June, they launched Tiny Toast, their first new cereal brand in 15 years. More innovations are expected to follow.
Mintel also discovered that there is a growing interest in healthy cereals, yet taste remains the overriding priority for consumers. This might explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed they are reinstating the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. This summer, Post also reintroduced Oreo O’s cereal after a decade-long absence, in a limited-time collaboration with Walmart.
Additionally, the importance of nutrients such as calcium and calcium citrate has been recognized, influencing the formulations of some cereals. Manufacturers are increasingly incorporating these elements to appeal to health-conscious consumers, while still focusing on delivering great taste. The balance between nutrition and flavor is critical as the cereal market evolves, especially among younger demographics who are seeking convenient yet enjoyable snack options.